Content marketing is becoming increasingly popular for businesses. The reason is simple: it’s working. When a company can produce great content, it shows thought leadership, builds trust, engages users in a relationship, and calls users to take action. Users love reading good content that solves their problems. Businesses want to make their users happy. It’s a win-win situation.
According to HubSpot, more than 92% of companies using inbound marketing increase their traffic. But getting the traffic to your site is only half the battle when it comes to content marketing. The strategy can’t stop there. Content marketing is as much about your website’s on-page content as it is about the content you’re producing for other delivery channels. Anything from an intro paragraph on a page to your site’s main navigation can—and should—be used as a part of your content strategy.
Three ways to write better on-page content
The “About Us” section of a website is often a lesson in history, detailing a company’s foundation and how it came to be what it is today. This isn’t strategic; this is boring. This is doing everything that has been previously done without questioning why.
An “About Us” section that was written with a strategy in mind would look less like a history lesson and more like a place the user can begin to explore. It should be simplistic and direct. A new user does not want to search for what your company does buried deep within paragraphs. She wants to click the link and instantly see what sets your company apart—where the value of your company is.
Now what happens if they do want a history lesson? Give them the option to learn more. The point is to make sure you’re doing something because that’s what your users want and need, not because that’s what you think you should do. Why you do something is just as important as how you do it.
Your navigation is a very powerful source of content—everything from what you choose to put on your navigation to how you choose to word it should be strategized. For example “About Us” sends a different message than “What We Do.” Be sure you understand your companies branding and use every opportunity you can to convey it.
Don’t do anything just because you think you should. Only offer the options in your navigation that you’re sure are going to help and guide your users to your end goal. Too many options can create confusion and lack of action. So make every choice count and put less important links in your footer.
Calls to Action
Calls to action are great, but what are calls to action? They’re a way of de-cluttering your site, informing your users, and encouraging action. A call to action can be something as simple as a “Learn More” button or as blatant as “Schedule an Appointment.” They are clear, concise, and the key to moving your users down the funnel.
When deciding what calls to action to create within your content marketing strategy, it’s important that you understand your customer’s buyer’s journey. You need to know what options she needs at different stages within the journey. Strategize when and where to place calls to action that help educate, along with when to place calls to action that help complete your end goals, such as getting her to buy a product you offer or scheduling an appointment.
For example, within the higher education industry, if a perspective student lands on a page detailing the university’s marketing program she is interested in, you would want to make sure there are calls to action encouraging the user to learn more about the program. She’s not going to apply to a program she doesn’t know enough about yet. After she’s learned more, an appropriate “Apply Now” call to action can be displayed. Sequencing your calls to action to reflect an “inform then incite” pattern will help to move users down the funnel more efficiently.
It’s About More Than Content.
Content marketing should not be a stand-alone strategy. Your website’s on-page content is as important as the content you’re producing when it comes to building trust, displaying industry leadership, and inciting action. If you’re not sure why you have certain content on your website, it might be time to start asking analyzing.
Stuck on how to get started? ATAK Interactive has experience identifying key customer segments and strategizing the best ways to target and guide them down your sales funnel. We’d love to take a look at your website and give you some insight. Give us a call or set up a free consultation. 1 (855) 472-1892.